Dive Brief:
- A Pea in the Pod on Monday announced the opening of two concept stores — one in Chicago, and one in New York City, according to a company press release.
- The maternity retailer will also be opening "a handful" of other stores across the U.S.
- Stores will feature A Pea in the Pod products as well as styles from its sister brand, Motherhood Maternity. Locations will offer complimentary bra fittings and style advice, per the announcement.
Dive Insight:
A Pea in the Pod is venturing back into brick and mortar after closing all of its locations before the pandemic.
This time around, the maternity retailer is testing a new concept in two cities before its planned expansion across the country.
"Prior to the pandemic all our retail locations were closed, and since then, we've been focusing our efforts on offering moms and expecting moms-to-be a robust digital shopping experience that's accessible and convenient," Marla Ryan, executive vice president of A Pea in the Pod and Motherhood Maternity, said in a statement. "However, we understand we have a unique customer who appreciates the opportunity to shop and try on clothing in person, as her body changes throughout pregnancy and post-partum."
Customers will be able to shop an assortment of maternity and nursing styles and designer labels, including AG, 7 for All Mankind and Articles of Society.
A Pea in the Pod, along with Motherhood Maternity, once operated under the larger umbrella of Destination Maternity, which filed for bankruptcy in the fall of 2019. A couple of months later, Marquee Brands purchased Destination Maternity's intellectual property and other assets for $50 million and liquidated the retailer's stand-alone stores.
Marquee Brands also owns BCBGMaxAzria, Martha Stewart, Dakine, Ben Sherman and Sur La Table, among others.
via https://www.aiupnow.com
Kaarin Vembar, Khareem Sudlow
